For people who lived through the 1970s oil crisis, today's shortage instills a sense of deja vu.

It was the mid-1970s when Americans were told to drive 55 mph, turn down the thermostat and don sweaters.

Now, in the wake of Hurricanes Katrina and Rita, which caused large-scale damage to the nation's energy infrastructure and sent fuel costs skyrocketing, the Bush administration has suddenly seen the virtues of energy conservation and begun a huge campaign -- led by a cartoon pig, the greedy "Energy Hog" -- to urge Americans to reduce their use of electricity, gasoline and natural gas.

The government's energy-saving tips, in a 34-page booklet at www.energysavers.gov, have a familiar ring. From turning down the thermostat to taking short showers to driving conservatively, they rely on classic routes to conservation.

Environmentalists say those approaches are great -- as far as they go. But for significant, long-lasting reductions in energy consumption, they say the government must step in with policies to revamp our basic approaches to consumption.

Substantial increases in vehicle fuel-efficiency standards and stricter energy requirements for buildings and appliances are two often-cited steps that could dramatically trim energy consumption. Requiring more electricity to be generated from renewable sources, such as solar and wind, and supporting national limits on pollution that contributes to global warming would be two other cornerstones of a long-range plan.

"The scale the administration is talking about is so paltry compared to what can be done," said Brandan Bell, an energy expert with the Sierra Club's Washington, D.C., office. "For (Energy) Secretary (Samuel) Bodman to say make sure your tires are inflated is a good thing, but if we raised fuel economy standards we would save 4 million barrels of oil a day, or $3,000 over the lifetime of a car. We could set higher energy-efficiency appliance standards, offer tax incentives (for other steps)."

The Sierra Club says it is technically feasible for vehicles to average 40 miles per gallon fleet-wide within 10 years -- about double their current fuel efficiency -- which would save more oil than the United States now imports from the entire Persian Gulf.

Bell hastened to add that energy-saving steps are vital -- just not enough.

"Conservation and energy efficiency are the quickest, fastest and cheapest ways to meet our energy needs," he said. "All the things (the administration) laid out are important to do -- but are only the tip of the iceberg. We need to put policies in place to create a new energy future for America."

Likewise, Dan Lashof, a senior scientist at the Natural Resources Defense Council in Washington thinks the country needs to go much further with an energy policy that would fundamentally reduce dependence on oil and reduce emissions responsible for global warming.

But he is still happy to see consumers practicing conservation.

"Given the supply disruption we are dealing with, short-term conservation steps can make a significant impact on prices," Lashof said. "Even a small reduction in demand for both gasoline and natural gas, which is going to become increasingly critical as we move into the heating season, can have a disproportionate impact on the price by reducing national demand by several percentage points."

Moreover, Lashof said, some energy-saving steps will have a long-term impact for consumers.

"Making sure that attics are well-insulated, doors and windows are properly weather-stripped, air leaks are caulked, furnaces are tuned up -- those changes will be there year after year," he said. "People might stop turning back their thermostats at night (once prices fall), but (home) improvements will be with us for years to come."

That's what California found in the wake of the 2000-2001 energy crisis, when the state urged people to reduce electricity use. The campaign included about $100 million in rebates for residential, commercial, industrial and agricultural users who bought more-efficient equipment. With prices soaring, many consumers turned up the thermostat on their air conditioners.

Four years later, about 10 percent of those savings remain -- about 500 megawatts, equivalent to the juice produced by a full-sized power plant.

Some of those long-term savings came because California enacted stricter building codes, so new homes are built with more insulation, windows that are more energy-efficient, and heating and cooling systems that are inspected by outside entities.

Programs to help customers pay for energy-efficient home improvements have proven so effective that they now exist both locally and nationally.

California regulators recently made $2 billion available for state utilities to offer as rebates to customers who buy energy-saving products, from lights to furnaces. PG&E's Web site has information about how to apply for a rebate.

The federal government will offer tax credits in 2006 and 2007 for energy-efficient air conditioners, heat pumps, furnaces, water heaters, windows, insulation and solar systems. (Tax credits, which directly reduce tax bills, are more valuable than tax deductions, which reduce income before taxes.) And hybrid and other fuel-efficient vehicles, which already qualify for tax deductions, will qualify for a generous tax credit starting next year.

James Sweeney, a professor of management science and engineering at Stanford, suggested that consumers shouldn't wait to take energy-saving steps.

"People won't see (higher gas and electric) bills until a month or two into these higher prices. They may want to look ahead and anticipate this rather than be surprised."

In the brave new world of $3-a-gallon gasoline and escalating natural gas costs, many Bay Area residents have already started taking steps to reduce their energy consumption.

Mark Mathews is using more blankets, socks and barbecue briquettes, and driving less. Karen Gerbosi keeps her freeway driving speed at 55 mph.

Milford Chan plans to find and fix air leaks on his doors and windows, and wear warmer clothes.

Eve Roberson plans to use her freestanding Franklin stove instead of her furnace to stave off the morning chill.

Corey Seto bought a bike and an extra sweater.

In the environmentally conscious Bay Area, many people already practice conservation as a long-standing habit.

Tony Hansen rides a small motor scooter for shopping and errands, getting 85 mpg. Irene Siegel turns off unnecessary lights, and uses public transit or a bike for most of her travel needs.

As David Leong of the Outer Richmond wrote in an e-mail: "The impending hydrocarbon crisis did not magically appear in the wake of natural disaster. It has been growing for decades. The only difference is that the crisis has become more obvious where Americans notice most: the pocketbook."

Resources for conservation

FEDERAL

GOVERNMENT

The government's Web site -- www.energysavers.gov -- has a downloadable 34-page booklet of energy-saving tips.

The Energy Star Site -- www.energystar.gov -- lists efficient products, gives do-it-yourself advice on such topics as insulating your home, and offers tips for business customers.

Ask your accountant for information about the new federal tax credit for buying certain energy-efficient products, available in 2006 and 2007.

PG&E

-- The utility company gives rebates to residential customers on energy-saving products. Money for the program comes from the customers themselves through higher rates. Rebates range from $30 for an energy-saving dishwasher to $625 for a central air conditioner. Even lights are eligible for rebates of $1 to $10. For applications or information on any of PG&E's programs, visit www.pge.com or call the Smarter Energy Line at (800) 933-9555.

-- Low-income customers can apply for PG&E's Care program, which offers about a 20 percent discount on utility bills for those who qualify. For example, $24,200 annual income is the limit for a one- or two-person household.

-- A free balanced-payment program averages customers' monthly gas and electric bills over a year so they don't have spikes during hot or cold seasons.

-- An online questionnaire helps consumers conduct an energy audit of their homes to pinpoint areas where they could save.

CALIFORNIA

-- The state's Energy Commission offers a clearinghouse of energy-saving tips, links to information on rebates and incentives. Visit www.consumerenergycenter.org.

THE SERIES

Today: How consumers can cope with the brave new world of $3 gasoline and scarce natural gas.

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